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Surely cricket is completely different from soccer, and we have not market like soccer but still I will blame ICC for this all because they completely fail even now they have very good chance with short formats that they can spread this and have very good results but sadly due to internal issues they are not working about this even now we are losing teams from these 10 teams as well.
How can we blame ICC because they are not getting popular among nations that are not even taking the sport seriously. If you need to attract the best talents, you need to have the incentives to play the game, if not good athletes will find a sport that will give the financial freedom. With T20 leagues getting popular we might see talents from countries that are not popular with the game and for the game to get more attention it should be included in the Olympics, if so we can see a major change.